The emergence and evolution of cognition‐ and affect‐based trust in Russian entrepreneurial ventures
通过比较两家俄罗斯私立教育创业公司，研究认知型和情感型信任在创业不同阶段的建立模式，发现初始资源禀赋影响信任或 distrust 的形成，且信任可替代资源不足。
Abstract Research Summary In this study, we trace the origins and development of attitudes of trust and distrust toward Russian entrepreneurial ventures. Drawing on the results of an in‐depth comparative case analysis, we examine the patterns of cognition‐based and affect‐based trust‐building efforts in Russian entrepreneurial companies and reflect on the outcomes of these efforts at various stages of the firms' life cycle. We demonstrate that trust‐enhancing attempts undertaken by Russian entrepreneurial ventures can lead to a sense of trust or distrust toward entrepreneurial projects, depending upon the firms' initial resource endowment. We also show that trust can substitute for the lack of entrepreneurial resources available to nascent businesses in a transitioning environment. In addition, we present a novel evolutionary framework for the affect‐based trusting attitudes. Managerial Summary Entrepreneurial firms need to develop trust toward their business projects, particularly among their customers and employees. This is especially important when entrepreneurial ventures strive to achieve their objectives in transitioning economies, which often exhibit hostility and disbelief toward entrepreneurial initiatives. We examine the development of trust and distrust in two Russian entrepreneurial companies working in the private educational sector. We show that entrepreneurial ventures create very different types of trusting and distrusting attitudes among their stakeholders, and their trust‐building efforts are determined by the initial amount of resources available to the companies at the start of their entrepreneurial projects. We compare the outcomes of the firms' efforts to promote trust and make some conclusions important to launching successful entrepreneurial ventures in transitioning economies.